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For A&A Optical, engaging the ECP is the first step in the online process quickly followed by customizing the “shopping” experience. Visitors to the site are able to access the typical online shopping features— viewing product in all colors offered for each style on various Collection Pages on aaopticalco.com, according to Juli Ann Radmanesh, A&A’s marketing manager.

A highlight and real time-saver of the site is the Rapid Reordering tool—it allows shoppers who know what products they want to select the product by style name/size/color from a drop down menu and add unlimited amount of products to their order pad and then into their shopping cart. “It’s the fastest and easiest way to shop and by accessing our ‘Store,’ customers can select from numerous branded accessories and clothing as well as frames,” she said.



A&A also presents their Best Sellers as an actual collection or sub category where customers can order directly from the Best Sellers section and place product into their carts. “That gives A&A another opportunity to present our new releases, Latest Looks, which is a collection or sub category where customers can also order,” she said.

In addition, A&A capitalizes on the appeal of their celebrity spokesman, Ron Jaworski, former NFL star quarterback, and ESPN Monday Night Football analyst who endorses their XXL collection. “We feature a special section within the XXL collection dubbed, Ron’s Top Picks, which is a sub category of the XXL collection featuring the frames Ron Jaworski wears each day. Customers can order directly from the Ron’s Top Picks pages, place product into their carts as well as view recent photos of Ron all inside Ron’s Top Picks pages,” she said.

“We want our website to be friendly and easy to navigate so customers can quickly find what they are looking for which is why the site is Ipad and Iphone friendly. Images were built in J Query instead of the traditional flash so they can be viewed and the pages which contain this feature stay intact even when viewing the pages from an Ipad or Iphone,” Radmanesh said.

A&A Optical’s site was re-launched in July 2010 featuring an updated look/feel. “We are always looking for new ways to make our customers online experience better, so we continuously add features such as an e-news pop-up to the homepage which invites customers to receive our newsletters, info about contests, PR releases, etc. in their inboxes.”

“We make it easy to communicate with A&A by offering a variety of ways customers and visitors can engage with us through social media links and contact us pages. From a sales aspect, we collect leads from the site and utilize traffic data to determine what we need to improve on—we believe a B2B site needs to have the ability to track and store data on visitors,” she said. ■ ■

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